Abstract:

This paper explored how Social Media Marketing Activities (SMMAs) influence Consumer Purchase Intention (CPI) and the mediating effects of Electronic Word of Mouth (eWOM) and Brand Trust (BT) in the Jordanian fashion industry. A quantitative research design was employed based on survey data collected from 322 valid respondents. The data were analyzed using SPSS and AMOS and structural equation modeling (SEM) was used to test the proposed relationships. The results suggest that SMMAs have a considerable positive impact on eWOM, BT, and CPI. EWOM has a positive impact on both BT and CPI, and BT is the best predictor of CPI. The findings also confirm that eWOM and BT mediate the relationship between SMMs and CPI. These results highlight the importance of online interaction and brand credibility in shaping consumer buying intentions.